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Featured image for Two Times Elliott Makes Plastic-Free Toothpaste Brand Paist Stand Out by Ignoring Convention

Two Times Elliott Makes Plastic-Free Toothpaste Brand Paist Stand Out by Ignoring Convention

by Rudy Sanchez on 12/08/2023 | 2 Minute Read

Few products are as universal as toothpaste. 

We all brush our teeth—or at least you should—twice daily, but that ubiquity has created a category chockful of similar packaging designs across different brands. With a few exceptions, toothpaste comes packaged in the same plastic tube that typically peacocks white, blue, and red colors with outer boxes full of claims and feature callouts.

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New oral care brand Paist aims to stand out through its natural formulation, free from preservatives, artificial flavors, and sodium lauryl sulfate. Paist’s packaging is also plastic-free, as the brand opted for an easy-to-recycle metal tube.

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The toothpaste maven enlisted creative agency Two Times Elliott to design a brand identity that bucks the norm in the oral care category while subtly highlighting its unique features, like the plastic-free packaging. Two Time Elliott kept the visual identity simple but refined. The color palette is kept elegant, and the tubes feature a single, soothing color. Sure, white and blue-green are used for Paist’s “Whitening” and “Daily” toothpaste, but for “Sensitive,” Two Times Elliott opted for an unconventional lavender hue. The rest of the packaging design is typography-forward, lacking in the oral care tropes of many callouts touting what percentage of dentists approve.

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Ultimately, Paist eschews toothpaste convention, looking more like high-end cosmetics and skin care products than a fancy, delicate mouth-bone cleanser. The metal tube is a throwback to how toothpaste was packaged and a more sustainable option than plastic, even when supposedly recyclable. The departure from the norm is as refreshing a change as a freshly brushed smile.

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